Real estate is a local game — and highly targeted marketing is key to winning it. Whether you’re an agent, mortgage broker, insurance firm or home services provider, delivering the right message to the right audience is critical if you want to close a deal.
Years ago, that wasn’t so easy. Agents plastered entire ZIP codes with door hangers, and insurance and home services providers sent out mailers to entire communities, whether they were up for renewing their policies or not. The result was more money spent than necessary and less-than-ideal results.
Today, real estate professionals have access to robust and detailed property data, allowing them to be more deliberate about their marketing efforts — pinpointing the exact consumers with the exact message at the exact time they’re most likely to convert.
As the vice president of marketing for ATTOM Data Solutions, I see the importance of marketing data from multiple perspectives: understanding the uses of our platform’s property data in real estate marketing, as well as in my own efforts of driving traffic to our company’s website via pay-per-click (PPC) campaigns, search engine optimization (SEO) and engaging content.
